COKE ZERO CASE STUDY ANALYSIS

Jun 18th, 2015

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Alabama State University

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Although there was controversy surrounding ‘The Zero Movement’, in particular the ‘Coke Zero’ blog, I believe that this controversy aided the introduction of Coke Zero. This is due to the fact that in a modern society, in particular Coke Zero’s targeted age group, controversy is a vital way of gaining attention for products and services. Controversy gains both mass media and online media attention (like actor Charlie Sheen’s very public rants and meltdown, which was broadcasted online and via mass media outlets such as radio and television) and therefore encourages consumers to investigate and find out what all the fuss is about. It has become apparent that The Coca-Cola Company (TCCC) actually used Generation Y’s investigative nature regarding products, along with the free media hype and attention that The Zero Movement generated, to their advantage, along with their affiliation with AFL and NRL, to create a media movement, and ensured that the Coke Zero product was always in the pub

MM313 ASSIGNMENT ONECOKE ZERO CASE STUDY ANALYSISWORD COUNT: 1959MM313 Case Study Analysis - Coke Zero1. Although there was controversy surrounding 'The Zero Movement', in particular the 'Coke Zero' blog, I believe that this controversy aided the introduction of Coke Zero. This is due to the fact that in a modern society, in particular Coke Zero's targeted age group, controversy is a vital way of gaining attention for products and services. Controversy gains both mass media and online media attention (like actor Charlie Sheen's very public rants and meltdown, which was broadcasted online and via mass media outlets such as radio and television) and therefore encourages consumers to investigate and find out what all the fuss is about. It has become apparent that The Coca-Cola Company (TCCC) actually used Generation Y's investigative nature regarding products, along with the free media hype and attention that The Zero Movement generated, to their advantage, along with their affiliation with AFL and NRL, to create a media movement, and ensured that the Coke Zero product was always in the public eye, and therefore never out of the public's mind. The Zero Movement's use of guerrilla marketing tactics, such as outdoor advertising like pavement chalk drawings and posters, prior to the launch of the Coke Zero product created consumer awareness regarding the product's imminent introduction, and therefore was a good way of attracting public attention and getting the pub